Breaking into the black box of consumers’ perceptions on metaverse commerce: An integrated model of UTAUT 2 and dual-factor theory

IF 5.5 Q1 MANAGEMENT
Ahmad Samed Al-Adwan , Rana Muhammad Sohail Jafar , Dan-Andrei Sitar-Tăut
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引用次数: 0

Abstract

The advent of the metaverse has unveiled new promises for the retailing industry, yet little empirical research has explored the factors influencing consumer adoption intention in this context. This study aims to fill this gap by employing an integrated model of UTAUT 2 - “The Unified Theory of Acceptance and Use of Technology 2”, and Dual-factor Theory to investigate both barriers and enablers in metaverse commerce adoption. Using a sample size of 567 respondents, the data analysis method employed in this study is Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results reveal the driving factors affecting consumer adoption intention in metaverse commerce. The study identifies perceived technological, regulatory, and cyber risks as significant barriers to consumer adoption intention in metaverse commerce. Conversely, the findings highlight the importance of performance and effort expectancy, perceived herd behaviour, hedonic motivation, and consumer innovativeness as key enablers driving consumer adoption intention in metaverse commerce. Interestingly, subjective norms were found to have an insignificant effect in this context. This research contributes to understanding consumer behaviour in the emerging field of metaverse commerce and provides valuable insights for practitioners and policymakers. The identified barriers and enablers can guide strategic decision-making, allowing businesses to address consumer concerns and capitalize on the factors that drive adoption intention in this novel environment. Future research avenues could explore additional factors and delve deeper into the dynamics of consumer behaviour within the metaverse.
打破消费者对虚拟商务认知的黑箱:UTAUT 2与双因素理论的整合模型
虚拟世界的出现为零售业带来了新的希望,但很少有实证研究探讨在这种情况下影响消费者采用意愿的因素。本研究旨在通过采用UTAUT 2的集成模型——“技术接受和使用的统一理论2”,以及双因素理论来研究虚拟商业采用的障碍和推动因素,从而填补这一空白。本研究以567名受访者为样本,采用偏最小二乘结构方程模型(SEM)进行数据分析。研究结果揭示了影响虚拟商务中消费者采用意愿的驱动因素。该研究将可感知的技术、监管和网络风险确定为消费者在虚拟商务中采用意愿的重大障碍。相反,研究结果强调了绩效和努力预期、感知到的从众行为、享乐动机和消费者创新作为推动消费者在虚拟商务中采用意愿的关键因素的重要性。有趣的是,主观规范在这种情况下的影响并不显著。本研究有助于理解新兴的虚拟商务领域的消费者行为,并为从业者和政策制定者提供有价值的见解。确定的障碍和推动因素可以指导战略决策,允许企业解决消费者关注的问题,并利用在这种新环境中驱动采用意图的因素。未来的研究途径可以探索其他因素,并深入研究虚拟世界中消费者行为的动态。
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来源期刊
CiteScore
8.00
自引率
4.50%
发文量
47
期刊介绍: Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.
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